Marketing in Strategic Planning Chapter 16 Exam Questions - Test Bank | Health Biz Strategy 2e Moseley by George B. Moseley. DOCX document preview.
CHAPTER 15 TEST BANK
Chapter 16. Marketing in Strategic Planning
1. Why does marketing seem to have a special interest in strategic planning and unique contributions to make to the process?
2. Describe three traditional non-strategic activities that the marketing function might perform for a pharmaceutical company and for a multi-specialty physician group practice. (Total of six activities.)
3. One of the most significant contributions to the strategic planning process that the marketing function can make is an understanding of the world in which it competes. That understanding is the result of several activities: customer analysis, market analysis, competitor analysis, and product/service analysis. Pick one of these and explain how you would carry out the analysis.
4. On the basis of what the marketing department learns through its analyses (customer, market, competitor, and product/service), what are three specific, practical strategies that it might propose to its health-related organization?
5. The book describes a progression of mental states through which a consumer may pass before deciding to purchase a product or service (e.g., Hierarchy of Effects Model). One of the purposes of marketing is to move consumers through that sequence as rapidly as possible. Describe (informally, in your own words) the steps in that progression.
6. What is the function of marketing in a non-profit organization? Do such entities need a marketing department?